Different Engages Better

Anyone who works in digital marketing knows how frustrating it can be to play darts with spaghetti. (Or, in industry terms, to reduce friction and fill the sales pipeline with qualified leads.) Content overload and short attention spans means we’re on a constant quest for strategies that allow us to be as succinct as possible.

As the hype around virtual reality (VR) pushes its way into the mainstream, big brands are constantly searching for ways to incorporate it into their marketing in attempts to capture slivers of prospects’ waning attention.

Different Engages Better

Anyone who works in digital marketing knows how frustrating it can be to play darts with spaghetti. (Or, in industry terms, to reduce friction and fill the sales pipeline with qualified leads.) Content overload and short attention spans means we’re on a constant quest for strategies that allow us to be as succinct as possible.

As the hype around virtual reality (VR) pushes its way into the mainstream, big brands are constantly searching for ways to incorporate it into their marketing in attempts to capture slivers of prospects’ waning attention.

As recently featured in The New York Times, brands are successfully, as well as unsuccessfully, incorporating VR experiences into their marketing efforts. The article positively highlights Lenovo Software’s successful use of VR to engage trade show audiences and tell the story of Lenovo Unified Workspace in a different format.

“When Lenovo Software used a virtual reality video to promote its Lenovo Unified Workspace at the Gartner Symposium trade show in 2016, some people returned to the company’s booth three or four times to watch it. More than 500 people spent, on average, 12.5 minutes with the video at the conference, and the company wound up getting more than three times as many leads as it had at previous conferences,” said Sal Patalano, Lenovo Software’s chief revenue officer.

“When Lenovo Software used a virtual reality video to promote its Lenovo Unified Workspace at the Gartner Symposium trade show in 2016, some people returned to the company’s booth three or four times to watch it. More than 500 people spent, on average, 12.5 minutes with the video at the conference, and the company wound up getting more than three times as many leads as it had at previous conferences,” said Sal Patalano, Lenovo Software’s chief revenue officer.